How production costs have outstripped media rates

The advertising world is much concerned with the way media rates, especially TV, have risen over the past 10 years.

How Production Costs have Outstripped Media Rates

Harry Henry

In an article in the June 26th issue of Campaign Dick Johnson, who besides being director of marketing services of Procter & Gamble is chairman of the executive committee of the Incorporated Society of British Advertisers, observed: ‘If airtime inflation had risen in line with RPI in the past ten years, 1 .4 billion would have been “saved” in advertising costs.’

One cannot quarrel too much with his arithmetic (though I calculate a rather larger figure) but the proposition could have been expressed differently: if advertisers over...

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